Vol. 5, Issue 2, Part A (2023)

This study explores the factors influencing consumers to purchase the various branded edible oils. It aims to provide insights into the consumers' attitudes and behaviours related to edible oil purchases based on consumer behaviour. To achieve this, a comprehensive survey was conducted among a sample size of 150 consumers. The findings revealed several key insights. Firstly, most respondents were males belonging to the 25 to 50 age group, married, and with a family size of 3 to 6 members. Additionally, the majority of consumers were students and labourers, with a preference for soybean crop oil and the Fortune brand. The study identified various factors influencing consumers' decision-making process, including price, taste, quality, availability, health benefits, recommendations from family and friends, retailer and doctor advice, occupation, income, education, and family size. Notably, price emerged as the primary factor which influences consumers’ to purchase the branded edible oils, followed by taste. Overall, this study provides valuable insights into factors influencing decision-making, regarding branded edible oils. The findings offer practical recommendations for oil brands to enhance their marketing strategies and cater to consumer needs effectively.